ArtsMarketing.org

Day and Time: Sunday, November 1, 1:45pm – 3:15pm
Track: Integrated

Frequently, it is the marketing team that leads an organization and its leadership to defining its identity and digging deep to build a comprehensive brand strategy. This session explores the disciplined internal process that arts organizations must navigate to set a clear plan and address changes in a positive and constructive way. The panel will present in-depth reviews of several case studies involving organizations of varied profiles such as the Currier Museum of Art and The American Repertory Theatre (A.R.T.) to reveal how the process can work. With the Art Museum of the University of Kentucky as a successful example, you will learn how its internal brand-building initiatives led to increased attendance, new media attention, and a more visible and confident organization.

Return to daily schedule.

Moderator

Matt Montgomery
Museum of Art, Rhode Island School of Design
Providence, RI

Presenters

Bonnie B. Briggs
B.OnBrand
Lexington, KY

Bonnie Briggs is best known for her work at Caterpillar Inc., creating a strategic role for design and brand management. There, she initiated an effective brand education program, establishing a single “voice” for its global brand, while also lecturing and publishing extensively in North America, Europe, and Asia. A graduate of the Art Center College of Design in Pasadena, CA, Bonnie is currently owner of B.OnBrand, a strategic brand consulting firm in Lexington, KY.

Kristine Craig
The Art Museum at the University of Kentucky
Lexington, KY

Kristine Craig has been the head of marketing for the Art Museum at the University of Kentucky since June 2007. Her main focus is to identify and target audience groups, making them aware of the museum, its programs, and resources. Kristine has overseen the museum's brand project from its conception. Her involvement has included research, analysis, and working with a team of experts to reintroduce the Art Museum to the community.

Mark Minelli
Minelli Inc.
Boston, MA

Mark Minelli is President of Minelli, Inc., a nationally recognized brand consultancy that specializes in inspiring organizations to reach and engage diverse stakeholders. His firm develops comprehensive programs to create critical internal alignment and external awareness to build the necessary brand affinity to achieve sustainable growth. Mark has worked with a broad range of companies and industries with a particular focus on complex mission-driven organizations spanning the arts, social services, health care, land conservation and sustainability.